I. Project by R. Bret-Koch for
Henry a la Pensée fashion
THE field of activity covered by the
Catalogue has taken rather extreme
directions. For fashion it is in
fluenced by those magazines which are
cheap but well presented. For heavy
industry, it is often made up of interesting
full page photographs of a definitely
modern type. It is to be noted that the
car catalogue, formerly a speciality of
France, is becoming an increasing rarity.
On the other hand, this form of advertising
has lost nothing of its vitality, and appears
in the most eclectic guise. From colour
photography to a popular type design, even
in strictly commercial covers, all means of
expression are employed, emphasising
more and more the advance made by
graphic over decorative methods in recent
2. Winter Sports catalogue for the
big stores Au Bon Marché." Cover
in coloursEmile Allais, world
ski-ing championphotograph by
Pierre Boucher (Alliance Photo).
3. Pamphlet giving practical inform
ation about the applications of
electricity. Cover in two colours,
black and bistre, by M. Bouchaud.
4. Catalogue of toys as gifts for the
big stores, Au Bon Marché."
Cover in colour by Edm. Perot.
5. Catalogue for the big stores,
Aux Trois Quartiers." Cover in
colours on brown background by